# data[].attributes.body
Useful if there are no documents involved the system

# data[].attributes.body
People don't like being watched

# data[].attributes.body
Does not increase understanding of why people behave the way they do

# data[].attributes.body
An Universal Method

# data[].attributes.body
If anonymous, perhaps more honest answers will be provided

# data[].attributes.body
People have to be available

# data[].attributes.headline
Observation provides a more reliable measurement of actual consumer behavior, rather than self-report metrics

# data[].attributes.subject
Observation provides a more reliable measurement of actual consumer behavior, rather than self-report metrics

# data[].attributes.body
high degree of researcher bias

# data[].attributes.body
relies on the interpretation of observation

# data[].attributes.body
Understand candidate capability and their exposure to real world scenario

# data[].attributes.body
- Take time to interview People

Expensive in Price
- have to travel to interview
- high cost compared to survey

# data[].attributes.body
Able to analyse people's reaction

# data[].attributes.body
Interviewee can lie in interview

# data[].attributes.body
don’t have to rely on people reporting events or behaviour

# data[].attributes.body
Body languages

# data[].attributes.body
Time consuming

# data[].attributes.body
Able to get feedback, suggestions and ideas

# data[].attributes.body
-the answers of the interview are depending on the people who are being interview. Hence, the answers may be not that correct

# data[].attributes.body
answers might not be true sometimes

# data[].attributes.headline
Excellent for personal contact and understanding with the user

# data[].attributes.subject
Excellent for personal contact and understanding with the user

# data[].attributes.body
- The observational researcher can note people's interactions and behaviours but not necessarily the reasons they behave the way they do.

# data[].attributes.body
there is a risk of disagreement